Services · GTM & Launch Playbook
Launch Control: The GTM & Launch Playbook
Everything you need to take a product, service, or new market to launch…without the chaos, the finger-pointing, or the 2 a.m. “quick question” emails.
Timeline
4–8 weeks
Format
Research, workshops & launch plan
Pricing
Project fee
Best For
Launches, new markets, spin-outs & mergers
Is This You?
A GTM playbook might be your next move if...
✓You’re launching a new product or service and want it to land, not just “go live.”
✓You’re entering a new market, region, or customer segment.
✓You just merged, acquired, or spun out, and need one story everyone can tell.
✓Your launches keep slipping, and nobody is quite sure whose fault it is.
✓Marketing and Sales are running two different playbooks.
✓Your campaigns get clicks…but not pipeline.
If you nodded at even one of those…let’s talk.
What You Get
What’s in the Playbook
One launch plan everybody can actually run with, from Product to Sales to Support.
Market & Competitive Recon
Customer, market, and competitor research, plus an honest look at your team’s readiness.
Ideal Customer Profile
Who you’re really for, which segments to go after first, and who to skip.
Positioning & Messaging
A messaging framework that says why you, and why now, in plain English.
Commercialization Model
Pricing and packaging input, channels, and targets, with real owners and dates.
Launch Plan & Timeline
A cross-functional launch calendar for Product, Sales, Support, Ops, and Finance.
Sales Enablement Kit
Battlecards, pitch, and FAQs so your team (and your partners) are ready on day one.
How It Works
How We Plan Your Mission
01
Recon
Market, customer, and competitive research, plus an honest look at where your team stands today.
02
The Briefing
Build the GTM plan: ICP, positioning, pricing input, channels, targets, and a timeline with real owners.
03
Assemble the Crew
Cross-functional alignment across Product, Sales, Support, Ops, and Finance.
04
Arm the Team
Sales enablement and launch assets so everyone can run their part.
05
Launch & Debrief
Launch with tracking baked in, then measure what’s working and adjust.
Expectations First
What We Need From You
A launch is a team sport, so we’ll need the whole crew in the huddle.
- A launch owner and a target launch window
- Product, Sales, and Support leads for a few working sessions
- Any existing research, customer feedback, and win/loss notes
- Willingness to make (and stick to) a few tough choices
The Receipts
Missions Accomplished
I’ve lived on both sides of the GTM table, including running Marketing and Sales as a VP, where the plan and the number both had my name on them. Here are a few launches from the trenches.
Panduit · Pre-Launch GTM
Selling It Before It Ships
For VeriSafe, a patent-pending absence of voltage tester, GTM started before the product hit the shelf, with a pre-release bulletin that spoke the NFPA 70E compliance language engineers and safety managers live by.
Build the demand curve before launch day.
OpenMetal · Spin-Out Commercialization
Taking a Spin-Out to Market
OpenMetal had to go to market as a brand-new company. The motion centered on free trials: a QR code straight to signup, plus a freeCodeCamp tutorial series that pulled 375,000+ views and drove 1,000+ inbound cloud trials.
Make the path from curious to customer one step long.
Steadfast · Product Launch
Launching a Cloud Built on Simplicity
Steadfast Simplicity Clouds went to market against complexity, not competitors, with “Relax. We Got This.” and hard proof: a 7.4-minute average response time and pricing up to 43% below comparable clouds.
Position against the buyer’s biggest headache.
FAQ
Fair Questions
Can you help run the launch, too?
Yes. The playbook is the plan. We can stay on to run it through a Fractional CMO engagement, or hand it off cleanly to your team.
How much does it cost?
A project fee, scoped by launch complexity. One product in one market is a lighter lift than a global rollout.
Our launch date is already set. Too late?
Then we’d better get started! We’ll prioritize the must-haves so you launch ready, then fill in the rest.
Is this only for product launches?
Nope. It works for new services, new markets, rebrands, spin-outs, and post-merger relaunches, too.
What’s Next
Where to Go From Here
Story Not Clear Yet?
Nail who you’re for and why you win before you launch.
Selling Through Partners?
Give your channel the program and tools to launch alongside you.
Want Someone to Run It?
Put a seasoned leader in the seat to own the launch from plan to pipeline.
Want the thinking behind it? Read the deep dive on Commercialization, GTM & Campaign Strategies.
Ready for a Launch That Actually Lands?
Tell us what you’re launching and when. We’ll show you how we’d get you there.